1. Get out of the competition and find the market
Transforming thinking is the prerequisite for doing the right thing. Hardware companies have relatively low barriers to entry, and the scale of enterprises is relatively small. Most domestic hardware companies' marketing thinking is based on their opponents to determine the route. Hardware tool companies often think that since he has succeeded, then follow suit. That's right, or thought it could be better. The disadvantage of this idea is that it makes the company fall into the front line of the opponent, causing the homogeneity of hardware products, and the result ends in failure. The homogenized goods that are still alive are not because the goods are good, but because the entire market is in short supply, or they are lucky to survive, but this will never last. Hardware companies to segment the market, we must "jump out of the competition to find the market", give up the approach of competitors, and look for segments outside the competition. In this way, it will not be pinned down by the opponent's front. This is easy to say, but companies often cannot help doing this wrong. It is the most important for hardware companies to develop bigger and stronger, to find gaps in the market, and to establish their own front.
2.Back to the origin of demand Finding potential markets
Quite a few companies think that the customer needs the product itself when developing the concept of the product. This "commodity-based" thinking flaw lies in ignoring the fundamental needs of the customer. Any product concept must be the "demand-based". This rule, even high-tech products and multi-functional products, will fail miserably. Usually people only pay attention to how the industry develops and do not care about other industries. However, other industries sell some goods very well and must meet a large demand. If the customers facing the needs are the same or close to their own customers, It must mean that there are hidden business opportunities. Although the hardware is small, the relationship between various industries is very close. Building materials, real estate and other industries are inseparable from hardware. Hardware companies can find new ways of market segmentation in the real estate and building materials markets. Breaking professional thinking, industry thinking, and pan-industry observation and thinking have become necessary for the development of product concepts.
3. Grasp the principle of occupancy Develop new markets
No matter how good the market is, if companies or products can't occupy this market, then segmentation is meaningless, so when segmenting the market, you must consider how much sales the company will enter this market. According to this requirement, we need to examine the scale, development potential, and purchasing power of various market segments. Generally, when an enterprise has absolute confidence in marketing strategies and products, the larger the market size, development potential, purchasing power, etc., the greater the occupancy and sales of the company after entering the market. The biggest law for successful marketing is to constantly develop new demanding markets. For hardware products, not all regions have unlimited markets. Therefore, in addition to considering the capacity of the existing market when segmenting the market, we must also consider In the future for a long time, whether there will be more potential market demand in this segment.